Why Your Startup's Marketing Isn’t Working (And How to Fix It)

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Susan Ruediger, Founder and Chief Mission Officer of the CMT Research Foundation (CMTRF), and Laura MacNeill, the organization’s CEO. Together, they explore how patient-led research is revolutionizing drug development and catalyzing billion-dollar outcomes. Susan shares the remarkable story of CMTRF’s $128,000 seed investment in DTX Pharma that led to a $1 billion Novartis acquisition — a masterclass in strategic risk-taking and venture philanthropy. Laura explains how CMTRF’s unique “go-out-of-business” mission drives urgency, focus, and impact, while also inspiring other nonprofits to adopt similar models. The conversation dives deep into storytelling’s role in galvanizing donors, the importance of milestones and reinvestment, and how rare disease foundations can unlock breakthroughs for broader neurodegenerative diseases like ALS, Parkinson’s, and Alzheimer’s. Whether you’re a biotech leader, investor, or nonprofit executive, this episode offers actionable lessons on focus, partnerships, and creating outsized impact with limited resources.TakeawaysPatient-led research can de-risk and accelerate drug development.$128K seed funding led to a $1B Novartis acquisition.CMTRF uses a venture-philanthropy model with milestone-based funding.Mission: fund treatments, find a cure, close the foundation.Storytelling drives awareness, donations, and partnerships.Early investments keep promising science alive.Biotech partnerships share risk and leverage expertise.Novartis validated CMT as a major market opportunity.Rare disease focus offers faster FDA pathways.Staying laser-focused means saying no to distractions.Chapters00:00 Intro & Guest Welcome01:20 From Grassroots Donations to Billion-Dollar Deals02:30 Understanding CMT and Its Impact05:00 Finding the Right Delivery Vehicle for Drugs07:40 The $128K Bet That Changed Everything09:50 Other Success Stories & Market Signaling13:00 The Venture-Philanthropy Model Explained16:30 The Power of Milestones and Flexibility18:45 Reinvestment and Sustainable Funding21:30 Role of Storytelling and Strategy in Movement Building26:10 Velocity Campaign & Raising $20M27:25 Why Biotechs Care About Rare Diseases31:50 CMT as a Gateway Indication for Neurodegenerative Disease33:30 Staying Focused and Saying No38:30 The Drug Development Lifecycle and Staying Mission-Aligned42:10 How to Get Involved and Follow CMTRF’s Work45:10 Personal & Business Advice for Leaders48:30 Favorite Books and Final Thoughts52:00 Closing Remarks and Call to ActionSusan Ruediger’s Social Media Links:https://www.linkedin.com/in/susan-ruediger/Laura MacNeill’s Social Media Links:https://www.linkedin.com/in/laura-macneill-m-b-a-97633732/CMT Research Foundation’s Website:https://cmtrf.org/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Andrew McVeigh, veteran technology leader and Chief Architect, whose career spans transformations at Hulu, Riot Games, and beyond. Andrew has navigated multi-billion-dollar shifts across industries from finance to gaming and healthcare, leaving behind architectures that still power companies today.The conversation dives deep into some of the most pressing questions in modern tech leadership: What matters most—EQ, IQ, or AI? Should organizations rebuild systems from scratch or evolve incrementally? Andrew shares candid stories, including lessons from Riot Games, the pitfalls of full rewrites, and the importance of balancing optimism with realism.Listeners will gain insight into how domain expertise and generalist skills complement one another, why EQ becomes more critical than IQ at senior levels, and how AI is reshaping engineering work without eliminating the need for human craft. Andrew also reflects on personal resilience, leadership missteps (like literally flipping a table), and the value of building systems and cultures that endure. This episode offers a rare inside look into decades of architectural wisdom and leadership lessons applicable to anyone guiding teams through complexity and changeTakeawaysEQ often outweighs IQ at senior leadership levels when managing large teams.Losing emotional control may feel satisfying in the moment but erodes long-term trust and outcomes.Generalists and specialists both play vital roles—large-scale architecture requires a mix of both.Domain expertise is valuable but shouldn’t be an absolute barrier to hiring strong engineers.Successful engineers learn to work at the level of intention rather than just tasks.Psychological safety fuels better performance and innovation in teams.AI augments, not replaces—engineers must learn to collaborate with it effectively.Craft and fundamentals (e.g., programming) remain essential even as AI automates repetitive work.The Pareto principle (80/20) applies broadly—focus on high-leverage outcomes, not perfection.Full rewrites often fail; incremental evolution with a defined “North Star” strategy is safer.Optimism in leadership can shift cultures and reframe challenges as opportunities.Balancing results with humanity ensures people want to work with you again.Chapters00:00 Intro: EQ, IQ, or AI?01:15 Guest Introduction: Andrew McVeigh’s career at Hulu, Riot Games, and more02:30 Industry Crossovers: From finance to gaming to healthcare04:10 Specialists vs. Generalists in large-scale systems05:20 The rising importance of EQ in leadership07:10 Riot Games culture and the “must be a gamer” debate11:20 What makes great engineers stand out13:40 Leadership, personal resilience, and the humanity factor17:50 How AI reshapes engineering work22:30 Applying the Pareto principle in tech leadership24:50 The rewrite dilemma: Start over or evolve?31:20 Preserving value while modernizing legacy systems36:10 Final thoughts: EQ, IQ, or AI? Andrew’s choice37:30 Book recommendations and sources of inspiration38:40 Closing advice: Attitude, optimism, and ownership39:45 Outro and how to connect with AndrewAndrew McVeigh’s Social Media Links:https://www.linkedin.com/in/andrewmcveigh/Andrew McVeigh’s Website:https://www.suvoda.com/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Chris Hallberg, entrepreneur, business coach, and former military and police leader, known for creating the Business Sergeant Leadership Philosophy. Chris brings decades of experience transforming teams, sharpening execution, and implementing EOS (Entrepreneurial Operating System) to help companies achieve breakthrough performance.From his formative years in the Army National Guard and law enforcement to his career as a sought-after business coach, Chris shares powerful insights into leadership, accountability, and the non-negotiables that separate thriving organizations from stagnant ones. He discusses why the best companies are unafraid to make tough personnel decisions, the importance of “re-enlisting” your team every 90 days, and how to kill problems decisively rather than admiring them in endless meetings.Listeners will hear candid stories from Chris’ journey, his philosophy on curating the right people in the right seats, and practical lessons from his book The Business Sergeant’s Field Manual: Military-Grade Business Execution Without the Yelling and Push-Ups. If you’re a leader looking to build elite teams, create accountability without politics, and drive results with clarity, this conversation is packed with strategies to elevate your leadership game.TakeawaysMilitary and police leadership taught Chris the value of learning from both the best and worst leaders—and applying those lessons to business.Elite teams are built by curating the right people, not trying to “fix” the wrong ones.Commitment is key: employees should symbolically “re-enlist” every 90 days to stay aligned with company goals.Healthy conflict is essential; if team members can’t speak the truth, accountability and results will collapse.Hiring should focus on slow-to-hire, quick-to-fire practices, supported by assessments that ensure cultural and role fit.Chris’ “three winners, three losers” framework highlights how keeping the wrong people hurts individuals, teams, and future opportunities.Middle managers (sergeants) are critical bridges between leadership and frontline teams; they must be empowered to hire and fire.Moving goalposts erode accountability—leaders must set clear deal breakers and stick to them.Compensation should reflect high expectations: hire in the 75th percentile, expect 90th percentile performance.Always be recruiting—maintain a pipeline of talent by networking, even with competitors’ top performers.New hires provide fresh perspectives; leaders should actively solicit feedback in their first weeks.Chapters00:00 Intro & Guest Welcome01:15 Lessons from Military & Police Leadership03:00 Commitment and Sacrifice in Team Building05:15 Applying Military Principles to Business Growth07:25 The 90-Day Re-Enlistment Concept09:30 Accountability and Volunteer Mindsets13:55 Curating the Right People vs. Fixing the Wrong Ones18:05 Decisiveness and Killing Problems Quickly21:20 The Fire Triangle and Root-Cause Problem Solving23:30 Healthy Conflict, Commitment, and Accountability28:20 Hiring Practices: Slow to Hire, Quick to Fire30:35 The Three Winners and Three Losers Framework35:15 Empowering Middle Managers (Sergeants)38:40 Lessons from The Business Sergeant’s Field Manual42:00 Getting to the Next Level with the Right Team44:15 Favorite Books and Closing Reflections46:00 Outro & Key TakeawaysChris Hallberg’s Social Media Links:https://www.linkedin.com/in/chris-hallberg-01516315/https://www.facebook.com/chrishallberg09/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Michelle Niemeyer, a former high-powered attorney turned burnout expert, certified health coach, and creator of The Art of Bending Time. With 33 years in law and a personal journey of reinvention, Michelle shares her path from the pressures of litigation and entrepreneurship to becoming a sought-after advisor on sustainable leadership and resilience.The conversation dives into the pitfalls of chasing “work-life balance,” why multitasking drains focus, and how leaders can prevent burnout by fueling themselves physically, mentally, and emotionally. Michelle explains how her health challenges and professional burnout led her to develop frameworks that help leaders align their goals with what truly lights them up. From her innovative SWORD analysis for goal setting, to practical strategies for reclaiming focus and accepting help, Michelle offers actionable insights that challenge traditional productivity thinking.Leaders will come away with fresh perspectives on integrating personal and professional life, the hidden costs of micromanagement, and why bending time isn’t about managing minutes, but about living with purpose, clarity, and energy.TakeawaysBurnout often stems from chasing “work-life balance,” which can separate people from their whole selves.Leaders thrive when they integrate passions and strengths from different areas of life into their work.True productivity requires physical and mental health: quality sleep, nutrition, and consistent movement.The lymphatic system depends on physical activity — sitting too long allows toxins to build up.“Bending time” means focusing on what fuels you rather than squeezing more hours out of the day.Multitasking is a myth — it decreases focus, increases mistakes, and prolongs tasks.Removing notifications and delegating tasks clears mental space for deep, high-value work.Leaders must avoid micromanagement and trust their teams to develop and excel.The SWORD analysis (strengths, weaknesses, opportunities, risks, and desire) emphasizes whether goals are truly worth pursuing.Accepting help is not a weakness; it builds connection and accelerates progress.Personal and professional networks can be blended intentionally to open new opportunities.Micro-moments of joy — a walk, a cup of coffee, or celebrating small wins — can prevent burnout more than long vacations.Chapters00:00 The myth of work-life balance00:39 Introducing Michelle Niemeyer: From law to burnout coach02:21 Early career in law and frustrations with the system04:34 Burnout and the dangers of “work-life balance”07:57 Bringing your whole self into work and life09:31 Health coaching, lifestyle changes, and the lymphatic system11:34 Discovering autoimmune disease and the shift to health coaching15:44 Creating The Art of Bending Time framework19:34 Micromanagement, delegation, and team empowerment22:10 Why notifications and constant availability hurt focus27:02 Rituals for winding down and mental clarity29:54 Clarity, joy, and finding sparks in daily life31:19 SWORD analysis explained and the role of desire35:11 Letting go of outdated or inherited goals38:44 Blending personal and professional networks43:05 The importance of asking for and accepting help49:48 Leadership, teamwork, and accountability50:56 Michelle’s favorite book and final reflections52:15 The power of daily sparks and micro-moments of joy56:28 Closing thoughts and community resourcesMichelle Niemeyer’s Social Media Links:https://www.instagram.com/michelle_niemeyer_wellness/Michelle Niemeyer’s Website:https://www.michelleniemeyer.com/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Mark Monchek, founder and Chief Opportunity Officer of Opportunity Lab. A seasoned author, speaker, and advisor, Mark has guided leaders from top global organizations through times of radical disruption. Drawing from his books Culture of Opportunity and the forthcoming Opportunity Intelligence, Mark shares how to unlock growth through collaboration, mindset shifts, and purpose-driven leadership.The conversation explores how leaders can thrive in chaos by embracing abundance over scarcity, building resilient networks, and identifying leverage points in times of upheaval. Mark recounts powerful stories—from rebuilding Asheville’s River Arts District after Hurricane Helene to transforming the Literacy Assistance Center’s resources through network mapping—that illustrate his belief in turning disruption into opportunity. The discussion also dives into cultivating generosity, forging unconventional partnerships (even with competitors), and the philosophy behind his upcoming “UnConference” for mid-market CEOs. This episode offers a compelling mix of history, personal resilience, and actionable strategies for leaders who want to create lasting impact in their organizations and communities.TakeawaysRadical disruptions impact all sectors simultaneously today, making adaptability more critical than ever.Leveraging networks can unlock hidden resources—often far more than organizations realize.Scarcity mindset limits growth; abundance mindset fosters collaboration and innovation.Crisis moments often accelerate trust, generosity, and community-building.Major innovations often emerge during economic downturns or crises.Partnerships—even with competitors—can expand capacity without adding overhead.Resilient leadership starts with finding a “place to stand” before taking action.Leaders should cultivate anti-fragility: emerging stronger after adversity.Most significant personal and professional growth comes from responding to challenges, not avoiding them.The UnConference model emphasizes peer-to-peer learning and authentic relationship-building.Storytelling and shared vision drive cooperation and collective success.Aligning business goals with a higher purpose strengthens resilience and motivation.Chapters00:00 Introduction and Mark Monchek’s background in business, art, and psychology03:35 Defining radical disruption and why today’s challenges are different05:24 Rebuilding Asheville’s River Arts District after Hurricane Helene09:18 Finding leverage points in crisis and innovation during downturns13:31 Case study: Unlocking hidden resources at the Literacy Assistance Center19:53 Generosity, abundance mindset, and building collaborative networks24:12 The UnConference model for authentic leadership connections34:19 Partnerships, resilience, and balancing priorities40:09 Lessons in resilience from family history and adversity46:29 Why the UnConference exists and the outcomes it aims to create53:31 Closing advice: Lead with purpose and embrace collaborationMark Monchek’s Social Media Links:https://www.linkedin.com/in/markmonchek/Mark Monchek’s Website:https://opplab.com/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Joel Benge, a strategist, author, and the mind behind "Message Therapy." With a rich and unconventional background that spans theater, video game testing, cybersecurity, and federal communications, Joel helps technical founders transform complex jargon into messaging that actually connects.Joel unpacks the biggest reason messaging falls flat: it’s too cerebral and not nearly human enough. Drawing from Aristotle, Maslow, and his own experience in government and tech startups, Joel introduces frameworks like his “Message Therapy” card deck, a tool that blends psychology, storytelling, and gamification to uncover the true heart of a brand.This episode is packed with actionable insights for founders, product marketers, and anyone tasked with explaining something complicated in a way that actually sticks.If you’ve ever felt like your messaging doesn’t land or sounds like everyone else, this conversation will help you find your voice, and your big idea.TakeawaysJoel Benge coined the term “Message Therapy” to help founders move from brainy jargon to emotionally resonant messaging.People don’t want more data — they want their problems taken away.Message Therapy uses Aristotle’s head, heart, and gut model to build trust, likability, and clarity.Joel’s background in theater and government communications gives him a unique edge in helping technical teams communicate effectively.Gamification (via his card deck) helps teams uncover buried insights through fast-paced, structured prompts.Most messaging fails because it skips emotion and leans too heavily on logic or technical credibility.One simple fix: print your website and highlight content using color codes for logic, emotion, and credibility to visually audit your message mix.Outsourcing marketing too early often leads to generic, disjointed messaging without a narrative backbone.Founders should fall in love with the problem they’re solving, not just the product they’re building.Creating a shared "mantra" can unify internal teams and external messaging across ICPs and channels.Emotional storytelling is just as important (if not more) in B2B and technical industries.True differentiation comes from listening deeply, reframing language, and uncovering the beliefs and values that drive your company.Chapters00:00 Intro: Meet Joel Benge & Message Therapy01:45 From Theater Kid to Homeland Security Comms04:30 Jargon vs. Real Communication in Tech05:50 The Birth of Message Therapy07:00 Why Most Marketing Sounds the Same08:30 Head, Heart, Gut: The Aristotle Framework10:15 How Gamification Helps Teams Get Aligned12:30 Why Jargon Kills Sales and Clarity14:00 The "Blank Stare" Effect in Messaging17:00 Role Clarity: Be the Peacock or the Expert18:00 Website Fix: Use Highlighters to Audit Copy19:45 The Curse of Knowledge Trap21:00 Why Outsourcing Messaging Can Backfire23:00 The Hidden Power of White Papers25:00 Building a Database of Messaging DNA26:45 Messaging for Multi-Sided Marketplaces28:30 Creating Mantras That Actually Stick29:45 Aha Moments That Unlock the Real Message31:00 Who “Be a Nerd That Talks Good” Is For32:30 Why Joel Created a Card Deck34:00 Personal Advice for Technical Leaders36:00 Sell the Result, Not the Feature38:00 Reclaiming Authority in the Age of AI39:30 Closing Thoughts & Where to Find JoelJoel Benge’s Social Media Links:https://www.linkedin.com/in/joelmbengehttps://www.instagram.com/joelmbengehttps://www.tiktok.com/@joelmbengeJoel Benge’s Website:https://messagespecs.com/link/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with the legendary NFL coach and Hall of Famer, Dick Vermeil—a Super Bowl champion, Rose Bowl champion, and one of the most respected leaders in football history. Known for orchestrating one of the greatest turnarounds in NFL history with the St. Louis Rams, Coach Vermeil shares the leadership principles that drove his career—from the gridiron to the vineyards of Vermeil Wines.This episode dives deep into the human side of leadership: how to build authentic trust, lead with empathy while demanding excellence, and foster strong cultures even during losing seasons. Coach reflects on inviting players into his home, balancing tough decisions with personal care, and the power of connection in high-stakes environments. He also explores delegation, hiring with integrity, and adapting leadership in a remote, modern world.Whether you're leading a sports team or scaling a startup, Coach Vermeil’s timeless lessons on character, consistency, and heart will leave you rethinking what it means to lead well. Bonus: Don’t miss the story of how he transitioned from football to winemaking—and what it taught him about purpose after peak success.TakeawaysTrust is built through consistent, authentic care—not performance alone.Bringing team members into your personal life can strengthen professional commitment.Great leadership requires balancing high expectations with emotional intelligence.Delegation is essential for growth—you can’t scale by doing everything yourself.Culture is most important when you’re losing, not just when you’re winning.Business leaders should look beyond resumes to truly assess character and capability.Leadership isn’t just innate—it can be taught if someone has the desire to grow.Making tough personnel decisions is part of protecting the team’s greater mission.Even after retiring from football, purpose and service can evolve into new ventures.The best leaders continue learning, growing, and leading with integrity.Legacy is measured by the impact you have on others—often decades later.Chapters00:00 Welcome & Coach Vermeil’s Legendary Career02:45 Building Trust Through Authentic Care05:30 Balancing Tough Love and Compassion07:20 Handling Players Who Don’t Step Up10:30 Inviting Players Into His Home14:00 Why Relationships Deepen Commitment17:15 Delegation and Scaling Leadership20:15 Hiring, Referencing & Truth in Interviews24:45 Leading in a Remote World25:50 Is Leadership Innate or Teachable?28:35 Keeping Culture Strong During Losing Seasons33:00 From Gridiron to Vineyard: The Vermeil Wines Story41:00 The Hard Truth Leaders Must Hear46:00 Making Difficult Cuts with Compassion49:00 Coach’s Favorite Book & Final Wisdom51:00 Closing Remarks & Toast to LeadershipResources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan dives deep into the core leadership principle of extreme ownership. In this solo episode, Avetis, a seasoned entrepreneur and tech leader, delivers a powerful and unfiltered message on why every leader must take full responsibility for their culture, team performance, and company outcomes—regardless of external circumstances.He breaks down how blame limits growth, how silence equals agreement, and why leaders must set the tone through their energy and actions. Through real-world analogies and personal leadership philosophies, Avetis challenges listeners to stop outsourcing blame and instead reclaim control by owning every part of the organization’s success—or failure. He emphasizes that toxic culture, lack of urgency, or underperformance are reflections of leadership neglect, and the fix starts at the top.Whether you're a CEO, founder, or team lead, this episode is a direct call to courage, clarity, and bold decision-making. If you’re ready to elevate your leadership, tune in and learn how to become the thermostat—not the thermometer—in your company.TakeawaysExtreme ownership is the starting line for effective leadership.Blame is a ceiling on growth—leaders must take responsibility to evolve.Culture is a mirror of the leader; toxic teams reflect leadership gaps.Every issue—hiring, morale, results—can be traced back to leadership choices.Silence from a leader signals approval; address issues early and clearly.Responsibility isn't a burden—it’s your power source as a leader.Don’t settle in hiring; motivated teams start with intentional recruitment.Blaming external forces strips you of control; own the situation to fix it.Leaders must energize the team daily—your presence sets the tone.Asking your team “What did I do wrong?” creates space for honest feedback.Don’t make 100 small decisions—make one bold, decisive move.Leadership isn’t about guilt; it’s about doing something now to shift outcomes.Chapters00:00 Intro & Leadership Mindset01:12 What Is Extreme Ownership?02:17 Culture Is a Mirror03:58 Underperformance Starts at the Top04:55 Silence Equals Agreement06:11 Structure and Ownership Create Freedom08:23 Reclaim the Steering Wheel09:35 Energy Sets the Tone10:26 Asking the Hard Questions11:40 Bold Leadership Is EverythingResources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Mark Donnigan, a seasoned virtual CMO and go-to-market strategist known for helping post-Series A tech companies scale with precision. With a background in video technology, streaming, and category design, Mark brings decades of practical insights to the table on what it takes to move beyond initial traction and build a sustainable growth engine.Together, they explore why so many engineering-led startups struggle to scale their marketing, what founders get wrong about hiring, and why understanding the customer journey is non-negotiable. Mark reveals the critical difference between volume and quality in outreach, the dangers of overvaluing brand-name hires, and how scaling today often means rethinking headcount in favor of better systems and tools.From real-world founder anecdotes to lessons learned from giants like Nvidia, this conversation offers a roadmap for any tech leader looking to evolve from early traction to market dominance—without wasting time or burning cash.TakeawaysMost startup marketing failures stem from brilliant founders not understanding how to build a market, not from flawed tech or product.Founders should remain hands-on in go-to-market strategy far longer than they think—often for years.Your best early-stage salesperson? You, the founder.Misalignment with customer pain is the root cause of ineffective messaging.Many engineering teams don’t truly listen to customers or experience the product from their users’ point of view.Messaging must evolve with the customer’s buying journey; spray-and-pray approaches often backfire.Scaling doesn't always mean hiring—sometimes systems, automation, or refined processes are more effective.Hiring former big-tech talent can backfire; startup success demands scrappy, self-sufficient operators.Know whether your motion is sales-led or product-led to define how marketing supports growth.Talking to just 5–7 ideal customers can provide the clarity needed to realign your strategy.Founders should read Play Bigger—Mark calls it “the Bible of marketing” for tech startups.Tools like AI and agents can enhance output without bloating teams, especially in early scale stages.Chapters00:00 Intro: Why most leaders fail at hiring and marketing02:11 Meet Mark Donnigan: Virtual CMO for post-Series A tech companies03:49 Why founders struggle to scale marketing after traction05:36 When (and if) founders should hand off go-to-market efforts07:50 Diagnosing messaging failures and the role of listening11:12 Customer immersion: The missing link in product-market fit14:32 Slack, productization, and building for yourself15:48 Scaling marketing: What does “scale” even mean?17:18 Systems vs. headcount: Scaling smarter with AI and automation21:24 Messaging cadence vs. volume: Mapping to the buyer’s journey24:27 Why marketing funnels fail and journey mapping wins25:48 The mistake of over-indexing on “big company” hires28:50 The inertia myth: Why prestige doesn’t equal startup fit31:55 Mark’s billboard advice: Get in the field, talk to customers33:27 How many customer convos are “enough” for clarity34:50 Favorite Book: Play Bigger and the power of category design35:57 How to get Mark’s free marketing mini-books36:25 Outro: Better leaders build better companiesMark Donnigan’s Social Media Links:https://www.linkedin.com/in/markdonnigan/Mark Donnigan’s Website:https://growthstage.marketing/

In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Russ Hawkins, a seasoned three-time CEO renowned for reviving and scaling struggling startups into profitable, exit-ready companies. With a background rooted in sales and a practical MBA earned through hands-on transformation work alongside McKinsey and AT&T, Russ shares his battle-tested playbook for turning chaos into clarity.Together, they unpack Russ’s journey from humble beginnings to orchestrating successful pivots in tech companies across hardware, software, and analytics. He reveals how he assesses leadership, evaluates products, and identifies untapped markets — even amidst fierce competition and failing patents. Russ emphasizes the importance of listening to customers, understanding competitors, and making quick, strategic decisions based on data.The conversation also explores signs that a pivot is needed, how to test for willingness to pay, and what makes a company attractive for acquisition — especially in the age of private equity dominance. This is a must-listen for founders, investors, and anyone steering companies through change, disruption, or scale.TakeawaysTurnarounds require deep customer and competitor understanding — listen more than you speak.Growth rate and churn are two of the clearest signs a pivot is necessary.Don’t underestimate small, underserved market segments — they can be goldmines.Losing patent protection should trigger urgent strategic reassessment.Price high and validate value — underpricing can signal poor quality.Strategic pivots often mean repositioning your product, not reinventing it.Talk to everyone: competitors, customers, staff, and trusted advisors.Testing willingness to pay should be structured around real customer problems.Cultivate private equity relationships early — most exits go this route now.Always “lose quickly” in sales — avoid staying too long in the friend zone.Leadership assessments should focus on shared values, not just resumes.A strong turnaround starts with understanding the product’s true capabilities.Chapters00:00 Competitive Weaknesses and Sales Foundations01:30 The Accidental CEO vs. the Professional CEO03:45 Russ’s Background: Firefighting Roots to Sales Leadership06:30 The AT&T Breakup and Working with McKinsey09:00 First CEO Role and Million-Dollar Exit11:00 Pivoting a Failing Video Tech Company13:00 Losing Patent Protection and Facing Better-Funded Competitors15:00 Learning from Competitors and Going Where They Aren’t17:00 Talking to Customers, Founders, and Trusted Advisors20:30 Finding Untapped Markets with Existing Technology23:00 Pivoting Hardware to Telecom Use Cases25:00 The Benefits of Private Equity vs. Venture Capital27:00 When a Pivot is Necessary: Signals and External Pressures29:30 Learning from Mistakes and Backing the Wrong Tech31:30 Quick Evaluation of Leadership and Sales Team Fit35:00 Researching New Market Opportunities with Your Team39:00 Willingness to Pay and the Dangers of Undervaluing43:00 The Case for Testing High Prices First45:00 Strategic Exits: PE Ecosystem vs. Traditional Acquirers48:30 Why Strategic Buyers Need to See Product Fit50:00 When Founders’ Emotional Attachment Skews Valuation53:00 Russ’s Favorite Learning Activity: Reading Biographies55:00 Final Advice: Know Your Product, Know Your Customer, Prioritize RelationshipsRuss Hawkins’s Social Media Links:https://www.linkedin.com/in/russhawkins/Russ Hawkins’s Website:https://www.agilenceinc.com/Resources and Links:https://www.hireclout.comhttps://www.podcast.hireclout.comhttps://www.linkedin.com/in/hirefasthireright